Joe Biden’s presidential campaign is teaming up with the celebrity and influencer video platform Cameo in a novel fundraising effort.
Cameo is a video-sharing app in which actors, musicians, influencers and other public figures record personalized video messages for users, in exchange for a fee.
Under the new partnership, participating celebrities will create videos for the platform’s users as normal, but the payments will be earmarked for the Biden campaign. While some of the talent may attract users interested specifically in campaign messaging, users will be able to suggest any messages consistent with Cameo’s policies.
So far, Andy Cohen, Mandy Moore, Tituss Burgess, Melissa Etheridge and Dulé Hill are confirmed to participate, with others expected to be added in the coming weeks. Talent participating in the partnership will have a Biden for President logo on their Cameo profiles.
The campaign is hoping that the effort will not only generate grassroots dollars, but expand its messaging as videos from the participating talent are shared on social platforms.
The fundraising partnership follows a blockbuster August for the campaign, which in combination with the DNC raised $364.5 million, of which $205 million was from small-dollar donations. All funds generated through Cameo will be subject to Federal Election Commission restrictions.
The Biden campaign has shown a willingness to experiment with unusual digital partnerships, seeking to drive awareness with many traditional campaign efforts on hold due to the coronavirus pandemic. Earlier this month the campaign struck a deal to bring virtual yard signs to the video game Animal Crossing: New Horizons, effectively turning users into campaign surrogates in the virtual world.
“This partnership is a prime example of how this year may have upended the election cycle, but it also presented new opportunities to broaden our digital reach and tap into the groundswell of grassroots support we are seeing for Joe Biden and Kamala Harris, ” says Christian Tom, director of digital partnerships for the Biden campaign. “We are grateful for the roster of renowned talent and champions of our campaign who are kicking off this partnership, expanding our grassroots footprint, and pushing the battle for the soul of our nation forward.”